Columbus, OH — Thanks to marketing savvy and targeted placement, what was originally a hand-drawn logo for a New York-based Standardbred stable has taken on new life as a fashion brand and pop culture icon.

Max Siegelman, whose Siegelman Stable line is operating a pop-up showroom experience in Midtown Manhattan this weekend (Dec. 16-17), recently spoke with entrepreneur.com to discuss the brand’s steady progress.

“It’s been very slow, strategic, organic growth,” Siegelman, son of retired trainer Robert Siegelman, said, adding that a portion of the company’s profit is directed toward equine therapy programs, staying true to the brand’s racing-based origin. “We want to continue to up the ante. We want to continue to up the quality types of pieces that we’re putting out.”